Why Kylie Cosmetics' New Concealer Is Getting Criticized on Social Media Right Now

First Rihanna, then Huda, now Kylie. A beauty gauntlet has officially been thrown: If a brand wants to stay relevant (and avoid getting skewered on social media) they better come to the table with a massive shade range. Kylie Cosmetics just stepped up to the plate with a super inclusive range of new concealers.

The move toward more inclusive foundations, concealers, and highlighters has been quietly sweeping the beauty industry for some time. Earlier this year, Rihanna’s award-winning Fenty Beauty called out the major beauty bullshit by offering an impressive 40 foundation shades to fit every damn skin tone — not just a ton of fair variations with a token dark shade thrown in. Huda Beauty soon followed with their own 30 shades. And even before that, under-the-radar brands like APDG were making headlines for offering massively inclusive shade ranges in the existing sea of beige, ivory, and alabaster.

Kylie Cosmetics announced on Instagram that they’re dropping a killer range of 30 concealer shades as part of the brand’s Silver Series. And commenters have definitely taken notice of the swift generosity of shades. User lydandcosta said, "@badgalriri Shes really tryin hard to take ur place 😂"

And user _quiananicole_ followed with, "So now all y'all checking for the sista cause @badgalriri made sure we were taken care of? Ha"

There was a lot of back and forth, but ultimately user alicemartone summed it up pretty well: "People complain when brands don’t have more diversity of products for all skin colors. But when they do, people throw women against women. What matters is that there are two amazing and inspiring women doing great business and all of us get good products. Be nice people."

Trendmood1 posted a few details about the inclusive new product: creamy texture, medium coverage, and natural-sounding names like Pinenut, Hickory, Granola and Himalaya. As you can see from their post, the difference between the lightest shade and the darkest is literally like night and day.

Luckily, you won’t have to wait long to get your uniquely toned hands on the new Kylie concealers. According to Kylie’s post, the full range will be dropping December 13 — just in time to stuff the holiday stockings of all your friends, no matter how unique their skin tone.